To excel in content, you have to set your basics and fundamentals first. In this keynote Fleur takes you along two major topics. To start: how to use free available data to define your help content. And second: how to optimize your budgets by combining media buying and creative production based on smarter usage of KPIs in the Facebook and Instagrams algorithm.

1. 1
Contenta few of the six
basics and fundamentals:
data & KPIs
Fleur Willemijn van Beinum, June 2019

2. 2
desktop to
mobile

3. 151 minutes
200+ notifications

4. 40% for
friends

5. [ ] 9 meters
[ ] 19 meters
[ ] 91 metersX
5
source: Facebook HQ EMEA Dublin 2018, AMS 2019

6. 6
10%
source:FacebookHQEMEADublin2018,AMS2019

7. 7

8. 8
mobile
optimized
saves on
media budget

9. 9
written
to
visual
content

10. 10
1.7 sec
mobile
ebookCreativeAgencyWorkshopApril2019
2.5 sec
desktop

11. 11
0.03 seconds
source:FacebookHQEMEADublin2018,AMS2019

12. 12
source:https://www.facebook.com/business/news/insights/how-to-unlock-
your-creative-potential-on-stories

13. 13
editedscreendump

14. editedscreendump
14

15. 15

16. 16

17. 17

18. 18
great creative
saves on
media budget

19. 19
defined
exact
search to
discovery
on social

20. 20 time
effort=content+mediabudget
help
hub
hero

21. 21
Google Search queries

22. 22
help content for sales

23. 23
social for
‘free’ testing

24. 24
social listening

25. use FB & IG algorithm

28. 31
https://www.instagram.com/nobullproject/
a ‘like’
is no
KPI

29. CREATE CREATIVE VARIETY FOR ALL PEOPLE
Make it an immediate get
to the many.
Make it immersive for the
interested to dive in.
Make it interactive for
the curious.
source:FacebookHQEMEADublin2018,AMS2019
CREATE CREATIVE VARIETY FOR ALL PEOPLE
Make it an immediate get
to the many.
Make it immersive for the
interested to dive in.
Make it interactive for
the curious.
CREATE CREATIVE VARIETY FOR ALL PEOPLE
Make it an immediate get
to the many.
Make it immersive for the
interested to dive in.
Make it interactive for
the curious.

30. 33
test, test, test

31. 34

32. 35

33. 36
key take aways
1. mobile first
2. creativity rules
3. use data
4. use the algorithm